This is an account of how market researchers can apply the expertise of data analysis in non-traditional research to deliver leading-edge insight. The issue explored is slow growth in the coffee category. Going beyond primary research, three dimensions were explored: the coffee experience in tea drinking countries; how other similarity poised categories have grown in India; and India's bond with tea. The approach yielded understanding that helped chart a new direction.
This paper reveals a profound developmental investigation about the childhood and adolescence phases of the youngsters in the Brazilian ascending middle class. This study will outline how values such as looks and appearance, dressing and clothes contribute ti the construction of their social identity. The goal is to assist C&A in fashion retail by providing important elements for strategic planning of children and adult's clothing for the next few years.
It would appear that the world is in the throes of another age of mass migration. Today, 190 million people live outside the country of their birth. Societies are becoming multicultural in a way that they have never been before. For marketers and researchers, the need to reach and understand the great variety of ethnicities in the developed countries of the world poses issues of considerable delicacy. It is as important to think in-culture at the design stage and to understand the role of culture in the analysis stage as it is to be familiar with the effects of question order bias or wording bias. Research in an era of ethnic diversity requires skill, knowledge and sensitivity beyond the norms of yesteryear. But without training in the basic skills of good research combined with intelligent career development, we will struggle to achieve even those results.
This paper argues that there is an emerging counter-culture brought about by new technology, embraced by young people, and excluding those that are older but who need to communicate with them. To help bridge the gap, the presentation looks at the relationship that young people have with new technology, the way in which they communicate with their peers, parents, teachers, and the language they adopt.
Drawing on U.S. census data and primary research recently conducted among Hispanic consumers in the United States by TNS Market Development, this paper uses a systematic transcultural marketing approach to highlight critical demographic, sociographic, marketing and psychographic determinants of this niche of almost 34 million consumers. Discussion is provided of the various adaptations a marketing focused approach of this sort would require of communications strategies in order to target relevant and persuasive communications against an ethnic market with the consumer characteristics that are presented. The paper concludes that a systematic transcultural marketing-focused approach such as the one presented can serve as a model for developing programs in other countries in which ethnic marketing is a potential market opportunity.
Through a case study approach, the paper shows how analysis of publicly available quantitative data can be combined with original qualitative research to yield insight into marketing issues. Using Australia as a case study, the aim of the paper is to investigate the contribution of various factors to the sense of national identity held by the inhabitants of a country. This paper shows the role played by ethnicity and related items, whether a clear national identity can in fact exist in such circumstances, and the implications of the findings for marketers in Australia.
This paper illustrates the main findings of a multi-country study carried out by Market Dynamics International between May and September 1999 on behalf of RAI International, the content provider for the international market (via cable and satellite) of RAI - Radio Televisione Italiana. The paper explores the issue of what cultural identity means in todays global world; what superficial and deeper changes cultural identities undergo (the original, the current, the local) when transplanted elsewhere (or inherited or adopted); how the original identity gets integrated into and combines with other cultural identities (within the same person, or a cultural community, and in different countries); and which identity features are the strongest and the weakest. It illustrates the benefits of using a rather unconventional, although rigorous, methodological approach to culture-specific multi-country research, from both the client's and the researcher's points of view.